IDEAS home Printed from https://ideas.repec.org/a/spr/joamsc/v47y2019i6d10.1007_s11747-019-00632-2.html
   My bibliography  Save this article

Getting more likes: the impact of narrative person and brand image on customer–brand interactions

Author

Listed:
  • Yaping Chang

    (Huazhong University of Science and Technology)

  • You Li

    (Huazhong University of Science and Technology)

  • Jun Yan

    (Huazhong University of Science and Technology)

  • V. Kumar

    (Huazhong University of Science and Technology
    Georgia State University
    Texas A&M University
    India School of Business)

Abstract

Although in-feed social ads on social media are rapidly growing worldwide, scarce attention is paid to the content strategy of brands presenting in a human way. The present research examines if and how choosing narrative person (first-person vs. third-person) in the ads to match brand image (warmth vs. competence) can gain more user “likes” in the context of WeChat Moment Ads. Through five studies, we find that first-person narration alongside warm images gain more likes because it boosts the user’s motivation of social belonging, while third-person narration accompanied by competent images earns more likes by stimulating the motivation of self-enhancement. We also confirm predictions that a relevant individual variable (self-monitoring) moderates the effects of different matches on liking intention. This study offers theoretical contributions to research on advertising content strategy and advertising language on social media, and it holds practical implications for marketers launching in-feed social ads on social media.

Suggested Citation

  • Yaping Chang & You Li & Jun Yan & V. Kumar, 2019. "Getting more likes: the impact of narrative person and brand image on customer–brand interactions," Journal of the Academy of Marketing Science, Springer, vol. 47(6), pages 1027-1045, November.
    • Handle: RePEc:spr:joamsc:v:47:y:2019:i:6:d:10.1007_s11747-019-00632-2
    DOI: 10.1007/s11747-019-00632-2
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s11747-019-00632-2
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s11747-019-00632-2?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Olivier Toubia & Andrew T. Stephen, 2013. "Intrinsic vs. Image-Related Utility in Social Media: Why Do People Contribute Content to Twitter?," Marketing Science, INFORMS, vol. 32(3), pages 368-392, May.
    2. Russell W. Belk, 2013. "Extended Self in a Digital World," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(3), pages 477-500.
    3. Dengfeng Yan & Jaideep Sengupta & Jiewen Hong, 2016. "Why Does Psychological Distance Influence Construal Level? The Role of Processing Mode," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 43(4), pages 598-613.
    4. Aaker, Jennifer & Vohs, Kathleen D. & Mogilner, Cassie, 2010. "Non-profits Are Seen as Warm and For-Profits as Competent: Firm Stereotypes Matter," Research Papers 2047, Stanford University, Graduate School of Business.
    5. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
    6. Bernritter, Stefan F. & Verlegh, Peeter W.J. & Smit, Edith G., 2016. "Why Nonprofits Are Easier to Endorse on Social Media: The Roles of Warmth and Brand Symbolism," Journal of Interactive Marketing, Elsevier, vol. 33(C), pages 27-42.
    7. Zoey Chen, 2017. "Social Acceptance and Word of Mouth: How the Motive to Belong Leads to Divergent WOM with Strangers and Friends," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(3), pages 613-632.
    8. Dokyun Lee & Kartik Hosanagar & Harikesh S. Nair, 2018. "Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook," Management Science, INFORMS, vol. 64(11), pages 5105-5131, November.
    9. Campbell, Colin & Marks, Lawrence J., 2015. "Good native advertising isn’t a secret," Business Horizons, Elsevier, vol. 58(6), pages 599-606.
    10. Jennifer Aaker & Kathleen D. Vohs & Cassie Mogilner, 2010. "Nonprofits Are Seen as Warm and For-Profits as Competent: Firm Stereotypes Matter," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(2), pages 224-237, August.
    11. Grandey, Alicia A. & Fisk, Glenda M. & Mattila, Anna S. & Jansen, Karen J. & Sideman, Lori A., 2005. "Is "service with a smile" enough? Authenticity of positive displays during service encounters," Organizational Behavior and Human Decision Processes, Elsevier, vol. 96(1), pages 38-55, January.
    12. Jonah Berger & Raghuram Iyengar, 2013. "Communication Channels and Word of Mouth: How the Medium Shapes the Message," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(3), pages 567-579.
    13. Barcelos, Renato Hübner & Dantas, Danilo C. & Sénécal, Sylvain, 2018. "Watch Your Tone: How a Brand's Tone of Voice on Social Media Influences Consumer Responses," Journal of Interactive Marketing, Elsevier, vol. 41(C), pages 60-80.
    14. Hollenbeck, Candice R. & Kaikati, Andrew M., 2012. "Consumers' use of brands to reflect their actual and ideal selves on Facebook," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 395-405.
    15. Kokkinaki, Flora & Lunt, Peter, 1999. "The effect of advertising message involvement on brand attitude accessibility," Journal of Economic Psychology, Elsevier, vol. 20(1), pages 41-51, February.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Liu, Fu & Wei, Haiying & Zhu, Zhenzhong & Chen, Haipeng (Allan), 2022. "Warmth or competence: Brand anthropomorphism, social exclusion, and advertisement effectiveness," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    2. Aaron H. Anglin & Shane W. Reid & Jeremy C. Short, 2023. "More Than One Way to Tell a Story: A Configurational Approach to Storytelling in Crowdfunding," Entrepreneurship Theory and Practice, , vol. 47(2), pages 461-494, March.
    3. Tuğba Yeğin & Muhammad Ikram, 2022. "Developing a Sustainable Omnichannel Strategic Framework toward Circular Revolution: An Integrated Approach," Sustainability, MDPI, vol. 14(18), pages 1-25, September.
    4. Shiva Ghorban Nejad & Håvard Hansen, 2021. "Environmentally Motivated Travel Reduction: The Effects of Availability, Herding Bias, and Self-Monitoring," Sustainability, MDPI, vol. 13(2), pages 1-14, January.
    5. Li, You & Chang, Yaping & Liang, Zhehao, 2022. "Attracting more meaningful interactions: The impact of question and product types on comments on social media advertisings," Journal of Business Research, Elsevier, vol. 150(C), pages 89-101.
    6. Quach, Sara & Septianto, Felix & Thaichon, Park & Chiew, Tung Moi, 2021. "Mixed emotional appeal enhances positive word-of-mouth: The moderating role of narrative person," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    7. Gil Appel & Lauren Grewal & Rhonda Hadi & Andrew T. Stephen, 2020. "The future of social media in marketing," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 79-95, January.
    8. Mora Cortez, Roberto & Ghosh Dastidar, Ayan, 2022. "A longitudinal study of B2B customer engagement in LinkedIn: The role of brand personality," Journal of Business Research, Elsevier, vol. 145(C), pages 92-105.
    9. Hemant C. Sashittal & Avan R. Jassawalla, 2021. "Brands as personal narratives: learning from user–YouTube–brand interactions," Journal of Brand Management, Palgrave Macmillan, vol. 28(6), pages 657-670, November.
    10. Luo, Yingyu & Zhou, Li & Huang, Jing & Wang, Xiaoxin & Sun, Rui & Zhu, Guowei, 2023. "Platform perspective verse user perspective: The role of expression perspective in privacy disclosure," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    11. Sharma, Monika & Rahman, Zillur, 2022. "Anthropomorphic brand management: An integrated review and research agenda," Journal of Business Research, Elsevier, vol. 149(C), pages 463-475.
    12. Hsieh, Jung-Kuei, 2023. "The impact of influencers' multi-SNS use on followers’ behavioral intentions: An integration of cue consistency theory and social identity theory," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    13. Chunlin Yuan & Shuman Wang & Yue Liu, 2023. "AI service impacts on brand image and customer equity: empirical evidence from China," Journal of Brand Management, Palgrave Macmillan, vol. 30(1), pages 61-76, January.
    14. Shutaleva, Anna V. & Novgorodtseva , Anastasia N. & Ryapalova, Oksana S., 2022. "Self-presentation in Instagram: promotion of a personal brand in social networks," Economic Consultant, Roman I. Ostapenko, vol. 37(1), pages 27-40.
    15. Schaefers, Tobias & Falk, Tomas & Kumar, Ashish & Schamari, Julia, 2021. "More of the same? Effects of volume and variety of social media brand engagement behavior," Journal of Business Research, Elsevier, vol. 135(C), pages 282-294.
    16. Shrihari Sridhar & Eric Fang, 2019. "New vistas for marketing strategy: digital, data-rich, and developing market (D3) environments," Journal of the Academy of Marketing Science, Springer, vol. 47(6), pages 977-985, November.
    17. Ren, Shengnan & Karimi, Sahar & Bravo Velázquez, Alberto & Cai, Jianfeng, 2023. "Endorsement effectiveness of different social media influencers: The moderating effect of brand competence and warmth," Journal of Business Research, Elsevier, vol. 156(C).
    18. Vannucci, Virginia & Dasmi, Costanza & Nechaeva, Olga & Pizzi, Gabriele & Aiello, Gaetano, 2023. "WHY do YOU care about me? The impact of retailers’ customer care activities on customer orientation perceptions and store patronage intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    19. Chi-Horng Liao, 2022. "Applying the DEMATEL Method to Evaluate Social Media Criteria in Promoting Sustainable Health Behavior—A Case Study of Vegetarian Diet Promotion by a Non-Profit Organization," Sustainability, MDPI, vol. 14(24), pages 1-18, December.
    20. Hervet, Guillaume & Guitart, Ivan A., 2022. "Increasing the effectiveness of display social media ads for startups: The role of different claims and executional characteristics," Journal of Business Research, Elsevier, vol. 153(C), pages 467-478.
    21. Gutierrez, Anabel & Punjaisri, Khanyapuss & Desai, Bhavini & Syed Alwi, Sharifah Faridah & O'Leary, Simon & Chaiyasoonthorn, Wornchanok & Chaveesuk, Singha, 2023. "Retailers, don't ignore me on social media! The importance of consumer-brand interactions in raising purchase intention - Privacy the Achilles heel," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    22. Leigh McAlister & Shameek Sinha, 2021. "A customer portfolio management model that relates company’s marketing to its long-term survival," Journal of the Academy of Marketing Science, Springer, vol. 49(3), pages 584-600, May.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Bernritter, Stefan F. & Verlegh, Peeter W.J. & Smit, Edith G., 2016. "Why Nonprofits Are Easier to Endorse on Social Media: The Roles of Warmth and Brand Symbolism," Journal of Interactive Marketing, Elsevier, vol. 33(C), pages 27-42.
    2. Li, You & Chang, Yaping & Liang, Zhehao, 2022. "Attracting more meaningful interactions: The impact of question and product types on comments on social media advertisings," Journal of Business Research, Elsevier, vol. 150(C), pages 89-101.
    3. Japutra, Arnold & Molinillo, Sebastian & Wang, Shasha, 2018. "Aesthetic or self-expressiveness? Linking brand logo benefits, brand stereotypes and relationship quality," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 191-200.
    4. Kolbl, Živa & Diamantopoulos, Adamantios & Arslanagic-Kalajdzic, Maja & Zabkar, Vesna, 2020. "Do brand warmth and brand competence add value to consumers? A stereotyping perspective," Journal of Business Research, Elsevier, vol. 118(C), pages 346-362.
    5. Hyun Ju Jeong & Jihye Kim, 2021. "Human-like versus me-like brands in corporate social responsibility: the effectiveness of brand anthropomorphism on social perceptions and buying pleasure of brands," Journal of Brand Management, Palgrave Macmillan, vol. 28(1), pages 32-47, January.
    6. Lee, Seonjeong (Ally) & Oh, Haemoon, 2021. "Anthropomorphism and its implications for advertising hotel brands," Journal of Business Research, Elsevier, vol. 129(C), pages 455-464.
    7. Dineva, Denitsa & Breitsohl, Jan & Garrod, Brian & Megicks, Philip, 2020. "Consumer Responses to Conflict-Management Strategies on Non-Profit Social Media Fan Pages," Journal of Interactive Marketing, Elsevier, vol. 52(C), pages 118-136.
    8. Ren, Shengnan & Karimi, Sahar & Bravo Velázquez, Alberto & Cai, Jianfeng, 2023. "Endorsement effectiveness of different social media influencers: The moderating effect of brand competence and warmth," Journal of Business Research, Elsevier, vol. 156(C).
    9. Kull, Alexander J. & Romero, Marisabel & Monahan, Lisa, 2021. "How may I help you? Driving brand engagement through the warmth of an initial chatbot message," Journal of Business Research, Elsevier, vol. 135(C), pages 840-850.
    10. Eelen, Jiska & Özturan, Peren & Verlegh, Peeter W.J., 2017. "The differential impact of brand loyalty on traditional and online word of mouth: The moderating roles of self-brand connection and the desire to help the brand," International Journal of Research in Marketing, Elsevier, vol. 34(4), pages 872-891.
    11. Chen Pang & Jie Zhou & Xiaofen Ji, 2022. "The Effects of Chinese Consumers’ Brand Green Stereotypes on Purchasing Intention toward Upcycled Clothing," Sustainability, MDPI, vol. 14(24), pages 1-18, December.
    12. Portal, Sivan & Abratt, Russell & Bendixen, Michael, 2018. "Building a human brand: Brand anthropomorphism unravelled," Business Horizons, Elsevier, vol. 61(3), pages 367-374.
    13. Roma, Paolo & Aloini, Davide, 2019. "How does brand-related user-generated content differ across social media? Evidence reloaded," Journal of Business Research, Elsevier, vol. 96(C), pages 322-339.
    14. Jha, Subhash & Balaji, M.S. & Peck, Joann & Oakley, Jared & Deitz, George D., 2020. "The Effects of Environmental Haptic Cues on Consumer Perceptions of Retailer Warmth and Competence," Journal of Retailing, Elsevier, vol. 96(4), pages 590-605.
    15. Yoon Yong Hwang & Gin Young Jo & Min Jung Oh, 2020. "The Persuasive Effect of Competence and Warmth on Clothing Sustainable Consumption: The Moderating Role of Consumer Knowledge and Social Embeddedness," Sustainability, MDPI, vol. 12(7), pages 1-15, March.
    16. Wang, Feng & Zhang, Xueting & Chen, Man & Zeng, Wei & Cao, Rong, 2022. "The influential paradox: Brand and deal content sharing by influencers in friendship networks," Journal of Business Research, Elsevier, vol. 150(C), pages 503-514.
    17. Gil Appel & Lauren Grewal & Rhonda Hadi & Andrew T. Stephen, 2020. "The future of social media in marketing," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 79-95, January.
    18. Lude, Maximilian & Prügl, Reinhard, 2018. "Why the family business brand matters: Brand authenticity and the family firm trust inference," Journal of Business Research, Elsevier, vol. 89(C), pages 121-134.
    19. Jiyoung Hwang, 2019. "Managing the innovation legitimacy of the sharing economy," International Journal of Quality Innovation, Springer, vol. 5(1), pages 1-21, December.
    20. Leonardo M. Raimundo & João F. Proença, 2023. "The Influence of Sustainability on Psychological Ownership in Services Based on Temporary Access," Sustainability, MDPI, vol. 15(14), pages 1-35, July.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:joamsc:v:47:y:2019:i:6:d:10.1007_s11747-019-00632-2. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.